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Born 1911 in Torino, Italy, under the stewardship of Walter Martiny, Superga started producing shoes with vulcanized rubber soles, ensuring both flexibility and durability, thereby redefining the humble trainer. The Classic Superga 2750 range has been an icon from the beginning. Long a favourite for taking Italians from the city to the beach during the weekends, its ubiquity demonstrates its versatility, and crucially, comfort— thus the slogan “People’s shoes of Italy”.

Within its 106 years of history, we have seen the iconic trainers being worn by the likes of John Lennon and Yoko Ono—on their wedding day, no less. A string of recent high-profile collaborations with The Row, Disney, Scotch & Soda, The Blonde Salad and Gosha Rubchinskiy has consequently seen the brand recognised as a staple to the fashion-savvy.

This year, global IT girl and long time friend of the brand, Alexa Chung fronts the 2018 campaign. Following the footsteps of Pyper America Smith, Suki Waterhouse and Abbey Lee, Superga’s partnership with Alexa depicts the brand’s laid-back yet stylish ethos of Sprezzatura - the Italian art of looking good without seemingly trying.